The Cetelem character was conceived to humanize and personalize the world of credit. Read his story!

As a pioneer and a leading player in its sector, Cetelem – the flagship trademark of BNP Paribas Personal Finance – quickly realized the importance of embodying its Responsible Lending policy.


To promote the concepts behind the brand’s strategy, it soon became apparent that creating a character would help establish and convey values that were lacking in the world of credit, essentially making it more personal.
The Cetelem character therefore represents responsibility, commitment, goodwill and transparency. On a more general note, he embodies the company’s Responsible Lending policy.

Cetelem created the Cetelem character in 2004. Initially introduced in France, his presence was then extended to thirty or so countries. Since 2006, he has been the face of BNP Paribas Personal Finance the world over.

Whatever the country and its culture, the character allows the brand to embody the relationship the company needs to maintain with its customers. It also highlights both the relevance and the personalized nature of Cetelem’s offering, as well as its innovative aspects.

Created to be with us for the long haul, the Cetelem character is the result of the creation of more than 250 character outlines. The main elements that define the mascot and his environment were tested during roundtable discussions with consumers, some of them customers of Cetelem, some not, some of them credit users, some not: all opinions were taken on board.

Quelques silhouettes de Crédito, la mascotte de Cetelem

  • An approval rating of over 60% (Source TNS SOFRES March 2012)
  • Spontaneously recognized by over 90% of people (Source TNS SOFRES March 2012)